SUMMER INTERSHIP REPORT

On

“ SOCIAL MEDIA MARKETING “

Submitted to

DEPARTMENT OF BUSINESS MANAGEMENT, NAGPUR

RASHTRASANT TUKADOJI MAHARAJ NAGPUR UNIVERSITY

Under the Guidance of

DR. INDU MAZUMDAR

Submitted By

Mr. KUNAL MANOHAR CHANDEL

Submitted in Partial Fulfilment for the requirement of the award of the degree of

MASTER OF BUSINESS ADMINISTRATION (2020-2022)

 STUDENT DECLARATION

I Kunal Manohar Chandel hereby declare that the Summer Internship Project Report entitled
“Social Media Marketing” is a result of my own work and my indebtedness to other work
publications, references, if any, have been duly acknowledged.

Date: - ____________
Place: - _____________

Students Name Signature

CERTIFICATE OF INTERNSHIP
 INSTITUTE CERTIFICATE

Certified that this Summer Internship Project Report entitled “Social Media Marketing” is the
bona-fide work of KUNAL MANOHAR CHANDEL who carried out the research under my
supervision.

I also certify further, that to the best of my knowledge the work reported herein does not form
part of any other project report or dissertation on the basis of which a degree or award was
conferred on an earlier occasion on this or any candidate.

DR. ANANT DESHMUKH DR. INDU MAZUMDAR

Professor & Head of Department Project Guide & Professor

DEPARTMENT OF BUSINESS MANAGEMENT, RTMNU

 PREFACE

Industrial activity plays an important role in economic development of our country. The
knowledge of present market scenario is very much essential and keeping that in view, our
college gave us a very good opportunity of industrial interaction in terms of summer internship
project.
As a part of our academic requirement of MBA program. I have selected Digital Marketing
company as the industry to be analysed.
The reason to choose Digital Marketing is the nature of increasing digital engagement in current
and future era. One, is that Digital Media and marketing is growing tremendously. The second
reason is that people are spending lot of time over the internet and digital marketing focuses
on that to improve the business, this what inspires me to prepare project on Digital marketing
industry.
I have referred books, websites, and courses to study this industry and the kind of changes it is
going through. This project is not only going to help in our present scenario but I am very much
sure it is going to help us in our future also.
 ACKNOWLEDGEMENT

It is a matter of great privilege for me to be part of The Department of Business Management,

Nagpur and do a project which enhanced my practical knowledge.

I do acknowledge that this project report is outcome of constructive support and cooperation
of many individuals.

The feeling of accomplishment and exhilaration that escorts the successful completion of task
would be incomplete without the gratitude of the almighty and the people who made it
possible.

I am thankful to our Head of the Department Dr. Anant Deshmukh for giving this opportunity. I
am gratified to Dr. Indu Mazumdar, Project Guide and Professor, who created this opportunity
to work on the project by giving me good direction and suggestions and all other faculty
members for guiding and providing me support in preparation of this project report.
 EXECUTIVE SUMMARY

The project work is pursued as a part of curriculum at “Department of Business Management,

RTMNU, Nagpur.” It is under taken as an internship at Liftup Technologies Pvt. Ltd., Pune. This
project is done under expert supervision and guidance of Dr Indu Mazumdar. This project is
about the study of Social media marketing strategies and opportunities in Marketing sector.
At Liftup Technologies, initially I was imparted process and sufficient knowledge. I was given
sufficient time to know about the process and what company doing.
To know their perception and preference we constructed online questionnaire via google form
to get faster fill up at their own convenience.
We prepared literature review, so we can get idea what past research has been carried out for
online education and what needs to improve on it.

We also listed out top education organization sites/platforms, we also did inferential statistics
to know analysis of our research. At the end we also give mention some findings and
suggestions we got from respondent while filling up questionnaires.
 TABLE OF CONTENT

Sr. No. Particular Page No.

1. Student Declaration 2
2. Certificate of Internship 3
3. Institute Certificate 4
4. Preface 5
5. Acknowledgement 6
6. Executive Summary 7
7. Company Information 9-12
8. History of Liftup Technologies 13-14
9. Board of Directors 15
10. Services 16
11. SWOT Analysis 17-18
12. Objective of Study 19
13. Scope of Study 19
14. Research Methodology and Analysis 20-24
15. Conclusions and Findings 25
16. Suggestion 25
17. Bibliography, WIB and Annexure 26
 COMPANY INFORMATION

Operating from Pune, Liftup is a brand marketing and web development agency with expertise
in delivering effective marketing communication, using both conventional and digital media –
across various industrial verticals.

Liftup is a smooth journey into the digital world. We make you comfortable with the current
trends and guide you at every step like creating a brand image, developing brand strategy and
growing your business online. Liftup usually works with startups or businesses that tend to
struggle into this digital world and try to help them in every digital aspect.
 SERVICES PROVIDED

Liftup offers a wide range of services in the field of development, design and marketing. We
have been practicing these services since many years and have served over 150 Clients across
all niches.

Web Design
Website Design being a thoughtful process, it needs to be done with absolute patience. While
designing a website we need to make sure that the design is aesthetically correct and attract
customers.

Brand Identity
Brand Identity involves everything a person would need to remember your brand. It would
include everything from the Logo to the Colours. This should be thought precisely as it cannot
be changed often.

Content Strategy
Content Strategy is used to attract more and more customers to purchase from you with the
help of Call to actions and Copywriting. Content is usually used for Websites, Funnels and even
for social media.

Development Solutions
Development Solutions include a wide range of services including Web Development, App
Development and Software Development. Usually, development starts when the designing
process is complete.
Digital Marketing
Digital marketing consists of Marketing on Digital Platforms like Search Engines, Forums and
social media. Here we market products and services through Organic and Paid methods to get
more sales.

Brand Photography
Brand Photography has become a must for every brand, let it be Products or Services. It
describes your brand better and helps customers relate with your brand easily. Usually, Models
are used in these shoots to make it more realistic.

HISTORY OF LIFTUP TECHNOLOGIES

Lift-Up Technologies was founded by young and enthusiast software engineer Mr Rohit Solanki. The
organization was founded on pillars of trust and harmony. Lift-Up Technologies excels in website
development, graphic design and corporate branding, also social media marketing, Paid ads and SEO. As
the name of the company, we believe in lifting up the client's businesses towards path of growth.
BOARD OF DIRECTORS

Rohit Solanki
Founder

Mrunmayi Vetal
Co-Founder
 OUR CLIENTS

 We Make In India

We Make In India is an amazing concept launched in pandemic where it would help people
follow social distancing and get all their daily essentials without coming in contact to anyone
else. This app had Store Owners, Service Providers and Vendors registered with an option to
place your order through app itself and get notified when your order is prepared.

 Devathiti

Devatithi delivers a wide range of traditional and designer sarees that would fit any auspicious
occasions or parties. The brand emphasizes on preserving the ethnicity and culture in this
modern era, keeping up with the on-going trend. They have a wide range of products that are
shipped all over India and also in the USA.
  Envilon Engineering

ENVILON Engineering Private Limited is engineering solution company working in the field of
Glass, Aluminium, uPVC and automotive sector. They are excellent service provider for various
projects, machine manufacturer and actively engaged in design, development, machining &
fabrication of precision and high-quality components, steel structures, machines used for
specific applications in industries.

 Family Tree

Uniting all the Family members and letting everyone realize how big their family actually is and
what everyone does in their family is the concept of this application. They build a family tree
which shows all the relatives under one tree and you can easily locate them and find your
relation with them directly through this app.
  Mad Over Health

Mad over Health is a brand with great vision to make this world a healthy place to live. In this
era of packed food and fake products, Mad Over Health aware you about the consequences you
might face by eating this food with a quick solution of Real Organic and Self-made products that
would keep you healthy and increase your life span.

 Moment In Focus

Moment in Focus is a Photography brand that specializes in Wedding, Pre-wedding and Portrait
photography while also having great experience in Product Photography. The team is very
experienced and have been working in this field for quite a long time. They also have worked
with some well-known brands like BMW, Tata, Mercedes, etc.
 WHAT IS DIGITAL MARKETING?

Digital marketing is the marketing of products or services using digital technologies on the
Internet, through mobile phone Apps, display advertising, and any other digital mediums.
Digital marketing channels are systems based on the Internet that can create, accelerate, and
transmit product value from producer to a consumer terminal, through digital networks.

The development of digital marketing, during the 1990s and 2000s, changed the way brands
and businesses use technology for marketing. As digital platforms became increasingly
incorporated into marketing plans and everyday life, and as people increasingly use digital
devices instead of visiting physical shops, digital marketing campaigns have become prevalent,
employing combinations of search engine optimization (SEO), search engine marketing (SEM),
content marketing, influencer marketing, content automation, campaign marketing, data-
driven marketing, e-commerce marketing, social media marketing, social media optimization, e-
mail direct marketing, display advertising, e–books, and optical disks and games have become
commonplace. Digital marketing extends to non-Internet channels that provide digital media,
such as television, mobile phones (SMS and MMS), call-back, and on-hold mobile ring tones.
The extension to non-Internet channels differentiates digital marketing from online marketing.

So, how is digital marketing different from traditional marketing?

The traditional manner of marketing involved businesses to advertise their products or services
on print media, radio and television commercials, business cards, bill boards, and in many other
similar ways where Internet or social media websites were not employed for advertising.
Traditional marketing policies had limited customer reachability and scope of driving
customers’ buying behaviour.

Digital marketing is a way to promote brands and products online and through other digital
channels. In addition to their website, a company might also use PPC and display Ads, email
marketing, mobile technology like smartphones, social media, and other mediums to attract
and engage their target consumers.
What does a digital marketer do?
Digital marketers are in charge of driving brand awareness and lead generation through all the
digital channels -- both free and paid -- that are at a company's disposal. These channels include
social media, the company's own website, search engine rankings, email, display advertising,
and the company's blog. The digital marketer usually focuses on a different key performance
indicator (KPI) for each channel so they can properly measure the company's performance
across each one. A digital marketer who's in charge of SEO, for example, measures their
website's "organic traffic" -- of that traffic coming from website visitors who found a page of the
business's website via a Google search. Digital marketing is carried out across many marketing
roles today. In small companies, one generalist might own many of the digital marketing tactics
described above at the same time. In larger companies, these tactics have multiple specialists
that each focus on just one or two of the brand's digital channels.

Why Digital marketing?

While traditional marketing might exist in print ads, phone communication, or physical
marketing, digital marketing can occur electronically and online. This means that there are a
number of endless possibilities for brands including email, video, social media, or website-
based marketing opportunities.

How does a business define digital marketing?

Digital marketing is defined by the use of numerous digital tactics and channels to connect with
customers where they spend much of their time: online. From the website itself to a business's
online branding assets digital advertising, email marketing, online brochures, and beyond --
there's a spectrum of tactics that fall under the umbrella of "digital marketing."
The best digital marketers have a clear picture of how each digital marketing campaign
supports their overarching goals. And depending on the goals of their marketing strategy,
marketers can support a larger campaign through the free and paid channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to generate leads
from a new eBook the business recently created. The company's social media marketer might
then help promote these blog posts through paid and organic posts on the business's social
media accounts. Perhaps the email marketer creates an email campaign to send those who
download the eBook more information on the company.
 DIGITAL MARKETING CHANNELS

Here are the main types of digital marketing you should consider for your business.

1. Content Marketing
Content marketing is a type of digital marketing that focuses on creating and distributing
content for a target audience. The content aims at being valuable, relevant, and (ideally)
consistent. Its ultimate goal is to drive a profitable customer action.
The crucial part here is “valuable” and “relevant”. This is what tells content marketing apart
from traditional spammy advertising. The target audience should want to seek the content out
and consume it.

2. Search Engine Optimization (SEO)

SEO, or Search Engine Optimization, is the process of getting quality traffic from free, or
organic, search results on the search engines (like Google and Bing).
It’s important that the traffic you drive to your website is relevant to your industry. If you
manage to attract a high volume of visitors searching for Macintosh computers while what you
actually do is selling raincoats, the traffic will do you no-good.
SEO is one of the most important types of digital marketing. By optimizing your content for
search engines, you can increase a steady stream of relevant traffic that will only grow over
time. Without search engine optimization, people simply won’t be able to find you on the
Internet.

3. Search Engine Marketing (SEM)

Initially, the term “search engine marketing” was used as an umbrella term for the process of
gaining both paid and free search traffic. Over time, the industry switched to using the term
“SEM”, or Search Engine Marketing, solely for paid activities.
Search engine marketing refers to a form of digital marketing that aims at increasing the
visibility of a website in search engines by using paid methods. In other words, it’s the ads you
put out there on Google AdWords and BingAds.
By combining SEO and SEM, you can drive quality traffic to your website. With the help of
search engine marketing, you can put yourself in front of the audience that is actively searching
for services and brands like yours.

4. Social Media Marketing (SMM)

Simply put, social media marketing refers to the process of using social media platforms to
attract traffic and attention. By using social media, you can increase exposure and build
meaningful relationships with your customers.
While everybody can benefit from SMM as a type of digital marketing, B2C and SaaS companies
tend to get the most out of it. Social media marketing is all about listening to what your
customers have to say, engaging in the conversation, and sharing valuable content.
Together, content marketing, SEO, and social media marketing constitute what is called
“inbound marketing”. It is a marketing methodology that aims at attracting, engaging, and
delighting leads. Some goals of inbound marketing include attracting users’ attention, driving
relevant traffic to the website, and converting it into happy customers.
Social media is really an amazing platform to build your brand, generate leads and promote
your products or services. You can create your own Facebook business page also. You can add
details about your business, website URL etc. The page likes your business page makes your
brand more popular, the increase in page likes or post likes, shares help you to build your brand
easily. The same concepts with few tweaks are applicable to other social media channels like
Twitter, Google+, LinkedIn, and Pinterest. In Twitter account, you have retweets, favourites
whereas in LinkedIn likes, shares and +1’d in Google+. The no. of shares, likes, retweets etc.
helps you to build a strong brand. The engagement rate of the audience with your page shows
your social media score. Likes growth, PTAT, Engagement Rate, Posts per week, Posts per type,
Timing, length of posts, curiosity and hashtags are some of the parameters which we have to
take care while building the brand in social media.
It is important for a business to choose the network that supports your brand image. Do not be
more social, with your presence on all the social networks. Understand your target audience
and work accordingly.

Know the statistics:

 There are just over 3 billion active Internet users (45% of the world’s internet users).
 Nearly 2.1 billion people have social media accounts.
 3.65 billion mobile users have access to the internet via smart phones and tablets.
 Close to 1.7 billion people have active social media accounts.
 Facebook: There are nearly 1.4 billion Facebook users.
 47% of all Internet users are on Facebook.
 4.5 billion likes are generated daily.
 Twitter: Twitter has 284 million active users at last count.
 88% of Twitter users are on mobile4.
 Google+: Google+ cost over half a billion to design and develop.
 363 million users
5. Pay-Per-Click Advertising (PPC)
Pay-per-click is a model of advertising where marketers pay a fee every time people click on
their ad. Basically, it’s the process of buying visits to your site, as opposed to getting them
organically via SEO or other types of digital marketing.
PPC is one of the types of paid search. It’s similar to SEM (search engine marketing) but can also
include display advertising (cost-per-click based), and affiliate advertising.

What is PPC?
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than
attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid
for ad placement in a search engine's sponsored links when someone searches on a keyword
that is related to their business offering. For example, if we bid on the keyword “PPC software,”
our ad might show up in the very top spot on the Google results page Every time our ad is
clicked, sending a visitor to our website, we have to pay the search engine a small fee. When
PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for
it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a
hefty profit.
A lot goes into building a winning PPC campaign: from researching and selecting the right
keywords, to organizing those keywords into well-organized campaigns and ad groups, to
setting up PPC landing pages that are optimized for conversions. Search engines reward
advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging
them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google
charges you less per click, leading to higher profits for your business. So if you want to start
using PPC, it’s important to learn how to do it right.

6. Affiliate Marketing
Affiliate marketing is one of the popular ways people make money online these days. If your
affiliate program is successful, you might earn quite a decent passive income.
Basically, affiliate marketing is a type of digital marketing where a person partners up with
other businesses in order to receive a commission for the traffic s/he generates for this
business. Imagine this: you put a link to an external website on your own blog or website. Every
time a user proceeds to this external website and makes a purchase, you receive a commission.
This marketing strategy might work especially well for bloggers, since they can write different
types of articles on the given topic and naturally include affiliate links.

7. Email Marketing
Email marketing is one of the most popular types of digital marketing. To put it shortly, it’s the
use of email for promoting one’s products or services.
If you go a little deeper, email marketing might also refer to building relationships with your
customers. Ideally, emails you send out to your clients should not only speak at them but also
encourage meaningful interaction with your brand.
There are many things that contribute to the success of your email marketing strategy, from the
content you create to the time you send your emails. One thing is certain, though: email
marketing is far from being dead and should definitely be part of your overall digital marketing
as to promote the product/services/offers of the company.

8. Instant Messaging Marketing

Instant messengers are the latest communication trend. There are 1.5 billion people globally
using WhatsApp on a monthly basis, followed by Facebook Messenger and WeChat. If you want
to be where your audience is, enter instant messaging marketing.
This type of digital marketing exploded over the last couple of years. People are much more
likely to trust the information sent via a messenger (as if it comes from a good friend) than
email or SMS that are vulnerable to spam.
There are different ways how you can proceed with instant messaging marketing, from using
them for customer support to updating your users about new posts on your blog. But just like
with any other digital marketing type, before diving right in, I’d recommend that you develop a
strategy first.
9. Radio Advertising
While considered “old-fashioned” by some, radio advertising might still be a powerful medium,
especially for B2C companies and local businesses. In the US alone, radio advertisements
account for 7.8% of total media expenditures.
Radio advertising is also relatively cheap, as you don’t need to produce fancy visuals: you solely
rely on your customers’ imagination.

10. Television Advertising

Last but not least, our list of digital marketing types wouldn’t be complete without television
advertising. With the general population spending over 4.5 hours a day in from of the TV, it’s
still one of the most popular medium types. It reaches people faster than, say, newspapers or
radio. Due to the powerful effect video has on humans, it might also be very effective.
Television advertising is expensive, and coming up with a great and engaging ad might be a
daunting task, too. TV ads work great for clothing brands, cars, medicine, and food.
 TWITTER MARKETING

Twitter is a micro blogging platform with less than or equal to 280 characters enables you to
post short message updates with images and videos. The social network was launched in the
year of 2006, with 300 million active users around the world. In the initial days it started with
140 characters only. Most of the business use twitter as one of their social media platforms to
reach the target audience.

Twitter marketing strategies are different, and it is not related to Facebook marketing strategies
or any other social media marketing strategies. As twitter is a quick and short social media
channel to reach your target audience. By visiting twitter website or app, people can know the
latest happenings, news and other alerts quickly. Customers can know the latest business news
and company updates through this social platform. Twitter can be a powerful marketing & PR
tool.

Why Twitter Marketing?

Having a marketing business goal and to achieve it you need to have better marketing channels.
Be it reaching your target audience, brand awareness or generating leads twitter is one of the
best social media platforms to do. With twitter marketing you can reach your target audience
and customers easily. Even people can get to know about the brand quickly.

With Twitter Marketing you can:

 Generate leads.
 Boost Branding.
 Thought leadership.
 Increase vast number of audiences.
 Increase website traffic.
And many more benefits, when you work on twitter marketing for your business.
Important Tips For Twitter Account:

1. Be Professional: Make sure that your tweets are professional. Your tweet will represent a
company. The message is from a company on social media channel. So, before tweeting
anything in twitter, you need to recheck twice or thrice.
2. Use of Hashtags: Using hashtags in the content can generate or attract number of followers
and impressions. But, using too much hashtags can hamper your content. It may be considered
as SPAM also. So, beware while writing the content using hashtags. We have discussed about
various hashtags above. Use location-based hashtags when you are mentioning about a
location or a geographical area in the tweet. And, exactly would be the same scenario with
event hashtags &brand hashtags.
3. Campaign Hashtags: If you would like to do something different and make it viral on twitter.
Then start your own campaigning strategy with a # hashtag word. Make it short and simple. It
should be memorable and catchy. The campaigning # should sound local but the reach should
be global. Ask your followers to retweet (RT) the tweet with the # campaigning word in it. Make
sure that you will engage your audience with the campaigning.
4. Trending Hashtags: Using trending hashtags is good to have huge number of impressions and
retweets. But, make sure that it is related to your company’s business. For Ex: if your company
is into FMCG Industry and where as you are doing a tweet with a trending # of entertainment
Industry which is not at all corelated. But there might be few situations where it can work.
Majority of the trending hashtags are good for individuals and small businesses.
5. Add Image & Video: Try to add image or video to your twitter posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about.
6. Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post
polls related to the trending topics and poll segments of your Industry.
7. Brand Voice or Message: Make sure that you will establish a positive brand voice and twitter
strategy. Be original with your twitter messages. Convey the message correctly. Reflect your
companies or brand core values on twitter.
8. Have Conversations: Engage with your audience by having a conversation on relevant topics.
Make sure that you are not arguing with them. It should be a soothing and positive discussion.
Have a healthy mix of replies and organic tweets.
9. Promote: Paid tweets or promoting your tweet with twitter ads can be a powerful way to
reach the mass audience at a time. It can help you to build brand awareness and even generate
leads by promoting.

INSTAGRAM

It’s been 11 years that Instagram has taken the internet world by storm. It started as a regular
social media platform in the year of 2010. But now it is a complete marketing channel for all
types of business. Be it a start-up or a small business Instagram is the perfect platform for the
business marketing.

Instagram Marketing Strategies:

Get Fix on your target audience

Determine your target audience in Instagram. For whom and the reason that you are posting
content on Instagram. Check out the followers' profiles, their interesting behaviours, likes etc.
Have an eye on your competitors or parallel business followers to have an understanding of
your strategies.
An Eye on competitor strategies
Focus on your competitor strategies for the Instagram marketing. Stalk their profiles and check
for their style of writing the BIO, Profile picture, URL’s etc. Check their number of followers and
how they are doing so differently that their Instagram profiles are good. Some of the aspects or
important point that you should consider are:
 Check out their image/video posting styles, themes, colours, retain strategies.
 Check out their comments section, what their followers or people are loving to discuss
with them.
 How regularly they are posting the content.
 What are the niche strategies that they are following.
 What popular hashtags are they using in captions.
 Check out if anything is missing.
Brand Consistency
Follow a brand consistency by looking at your brand identity. How would you like to position
your brand to your target audience. What is the brand value or score you are planning to hit?
Manage a perfect branding combination with your posts and content so as to meet your
branding goals at right time and right place. If your content, posts and themes are different,
then there might be a chance that your audience may get confused.
Paid Campaigning
You can start using paid campaigning or Instagram advertising strategies to reach the target
audience. It will connect with the Facebook advertisement dashboard.
1. Brand Awareness.
2. Reach.
3. Traffic.
4. App Installs.
5. Engagement.
6. Video views.
7. Conversions.
Based on the above objective and your selection, you can plan your budget for the
advertisement. You will find the Promote button in the below of your posts.
Check The Length of Your Captions
Work on the length of your captions, Make sure that it should not cross 2200 characters. Put
the most important content in the first two lines of the caption. So, it is not necessary to keep
yourself struck with 2 sentences only. It is a story telling medium, try to write engaging content
with some story telling ideas with it. Use the Hashtags as per your post and content. Do not
make the caption clumsy with numerous hashtags. While sharing your content on Instagram try
to use geo tags, which have high rate of engagement compared to a normal post.
How To Use #HashTags
This is really a tricky and interesting thing that a marketer should look for. While posting a
content on the Instagram try to do a brainstorm with your team for the keywords related to the
post. Then go to the explore tab of Instagram wall and search for that #hashtag including
Geotags. Check for the most recent, top hashtags, branded hashtags etc. Use them properly in
your caption. Encourage your audience to use those hashtags while in conversation. Please
make sure that you do not make your post caption a SPAMMY one.
Instagram Tools
Tools are an important aspect for every social media marketer. Because you can strategize,
optimize and analyse your posts with the help of tools. There are number of tools available
online, but let me put forward few of them which can help you to understand for the usage and
features of it.

FACEBOOK MARKETING

We all know that Facebook is the major social media platforms for everyone. Be it business or
individual you have enjoyed using Facebook. As per the information on Wikipedia, Facebook,
Inc. is an American online social media and social networking service company based in Menlo
Park, California. Its website was launched on February 4, 2004, by Mark Zuckerberg, along with
fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin
Moskovitz, and Chris Hughes.

Facebook has been the best platform for most of the small business owners even for start-ups
to market their business easily with no cost. Let us discuss how we can do the Facebook
Marketing and get the best ROI from it. Facebook is popular for the both individual usage as
well as business usage.

For Business you can create pages, groups and spread your business in many of the
communities already present in the Facebook. Your business may be local or global, you can
reach to large number of audiences without any doubt.
Why Facebook Marketing?
As already discussed in the above Facebook is the largest and major social platform to reach the
vast audience. You can reach your target audience as per the segmentation process. You have
number benefits when you think that why you should focus on Facebook Marketing for your
business. Some of them are
 Generate leads.
 Boost Branding.
 Thought leadership.
 Increase vast number of audiences.
 Increase website traffic.
 Customer acquisition.
 Better customer interaction.
 Reputation management.
 Effective Feedback system.

Facebook Marketing Tools

Use social media marketing tools to schedule the facebook posts and do them with one click.
You can save lot of time and at the same moment you will not miss anything to reach your
prime audience when they are online. There are some of the top and known tools available on
the marketing as free and paid versions. Some of the mare:
 Hoot suite.
 ZOHO social.
 Sprout social.
 Fan page Karma
 Buffer.
 Drum up.
Get going with these tools, so that you can engage your audience well and boost your ROI from
your facebook account.
Important Marketing Tips for Facebook

Be Professional: Make sure that your facebook posts are professional. Your posts will represent
a company. The message is from a company on social media channel. So, before posting
anything in facebook, you need to recheck twice or thrice.
Use of Hashtags: Using hashtags in the content can generate or attract number of followers and
impressions. But, using too much hashtags can hamper your content. It may be considered as
SPAM also. So, beware while writing the content using hashtags.
Should be memorable and catchy. The campaigning # should sound local but the reach should
be global. Ask your followers to like, share the post with the # campaigning word in it. Make
sure that you will engage your audience with the campaigning.
Trending Hashtags: Using trending hashtags is good to have huge number of impressions and
shares. But, make sure that it is related to your company’s business. For Ex: if your company is
into FMCG Industry and where as you are doing a tweet with a trending # of entertainment
Industry which is not at all corelated. But there might be few situations where it can work.
Majority of the trending hashtags are good for individuals and small businesses.
Add Image & Video: Try to add image or video to your facebook posts, it will have a good
impact on the targeted audience. They can easily understand what you are talking about.
Engage with Polling: Create a Poll that your audience may like to get engaged. Try to post polls
related to the trending topics and poll segments of your Industry.
Post Message: Make sure that you will establish a positive brand voice and facebook strategy.
Be original with your facebook messages. Convey the message correctly. Reflect your
companies or brand core values on facebook.
Have Conversations: Engage with your audience by having a conversation on relevant topics.
Make sure that you are not arguing with them. It should be a soothing and positive discussion.
 SWOT ANALYSIS

S.W.O.T. is an acronym for Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis
is an organized list of your business’s greatest strengths, weaknesses, opportunities, and
threats. Strengths and weaknesses are internal to the company (think: reputation, patents,
location). You can change them over time but not without some work. Opportunities and
threats are external (think: suppliers, competitors, prices) they are out there in the market,
happening whether you like it or not. You can’t change them.
The Strengths of Liftup Technologies Pvt. Ltd. include:
 Quality Service
 Timely delivery of projects
 Team work
 Client's trust
The Weaknesses of Liftup Technologies Pvt. Ltd. include:
 Lack of highly professional and experienced employees
 Lack of employee motivation
 Lack of coordination between sales and technical department
 Lack of leadership skills in top level management
The Opportunities of Liftup Technologies Pvt. Ltd. include:
 Providing latest services that are less available in the market
 Developing long term relations with the customers
 Innovate as much as possible
 Provide services at reasonable price or at less amount as compared to the competitors
The Threats of Liftup Technologies Pvt. Ltd. include:
 High competition in IT and Design sectors
 Latest emerging technological demands
 Increasing client awareness
 Updating the technologies with times
 OBJECTIVE OF STUDY

The objectives of this research study are as follows:

1. To identify the changing role of marketing from traditional marketing to the digital
marketing.
2. To identify the best platform for Digital marketing.
3. To identify the drawbacks of digital marketing compared to traditional marketing.
4. To identify consumer’s interest in Digital media.

METHODOLOGIES ADOPTED

This research was done to identify the problems and also to help solve the problems aroused.
The design of the research is descriptive in nature. Descriptive research is done by the following
major methods:
 Secondary data analysed in a quantitative manner
 Surveys
 Panels
 Observational and other data
The data were collected by both survey methods as well as observational methods. Both
primary and secondary data were collected for this research. For primary data information was
gathered from:
 College going students
 Parents
 Employees
 Clients
For secondary data information were gathered from:
 Internet
 Catalogues and Brochures
 Company Reports
 Blogs
 ANALYSIS AND RESEARCH FINDINGS

Primary and Secondary Data Analysis

The present study has been undertaken to get the first-hand exposure on the mindset of people
towards Digital marketing and its use in for their product or business. A questionnaire was
designed keeping in mind the requirements for study & analysis of my thesis for comparing the
hypothesis with the outcome of this survey. A general survey was conducted with a sample size
of 100 respondents revealed the following facts regarding the mindset of people towards the
Digital Marketing. The sampling technique used was simple random sampling under probability
sampling techniques. Let’s have a look at what people feel about Digital marketing, through
graphical interpretation.

Interpretation through Graphs

Gender
100 Responses

Out of 100 responses, 61% respondents were male and the rest were female. The respondents
were chosen randomly. It was random sampling method of choosing respondents.

Which Social Media Platform you use the most?

When asked, which Social Media Platform they use the most, the following responses were
evaluated:
53% people preferred Instagram
32% respondents preferred LinkedIn
30% respondents preferred Twitter
50 % respondents preferred Facebook
So, what I have analyzed is that people prefer using Instagram and Facebook the most. And it
depends on the type of person or their interests. Here, age factor of the respondents also plays
a vital role. The age group of people who are 30+ preferred more using Facebook. While,
youths prefer Instagram. And Twitter was used just to follow the trends whereas Professionals
preferred LinkedIn over other three platforms.

Do you prefer to shop online or offline?

When asked, whether they preferred Online or Offline Shopping, most of the people went with
Online Shopping nowadays as it is cost effective, trending things, and because it is more
convenient.

How often do you check-in to your social media accounts in any given week?

When asked, how often do you check in social media accounts, most of the people said daily
whereas if compared with people above the age of 30, the teenagers tend to check in every
hour.

What is your purpose of using social media website?

To find valuable data

To make friends
To socialize casually
To promote/sell products/services

From this we saw that most of the people are just to socialize on the Social media platforms
however as the time has passed there has been substantial increase in the number of people
who like posts or feeds where they find something valuable and also people have started using
Social media platforms to promote or sell their services.

What is your go-to device to access your social media feed?

Mobile
Tablet
Desktop
Laptop

DETAILED DISUSSION ON FINDINGS

RECOMMENDATIONS

BIBIOLOGRAPH

www.liftup.tech
www.formpl.us
www.neilpatel.com
www.researchgate.net
www.learndigital.withgoogle.com
www.scribd.com

CONCLUSION

The conclusion of digital marketing has now become a hot topic for discussion. Modern
technology has changed a lot. Besides the growth of modern technology, the technique of
businesses has also changed. In this regard, digital marketing comes to take the leading
position. Modern generation does not want to go to any shop or shopping mall to buy anything.
They want to buy everything online. So, the various companies always try to stay connected
with their consumers or customers via the internet. To get the best of it, consumers and
marketers must know the advantage and disadvantage of digital marketing. If you do not know
the benefits and harmful sides, then you won’t get the full advantage of digital marketing. And
as the market of mobiles and internet usage has been increased people are using the Social
Media Platforms on daily basis. So Social Media marketing has increased rapidly and we will see
more growth in this sector in coming time.